B2B Brand Management E-Book

Philip Kotler

• Herausgeber: Springer Berlin
• Kategorie: Fachliteratur
• Sprache: Englisch
• Veröffentlichungsjahr: 2006

Beschreibung

This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies need to start using branding in a sophisticated way. It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods. It offers strategies for a successful development of branding concepts for business markets and explains the benefits and the value a business, product or service provides to industrial customers. As industrial companies are turning to branding this book provides the best practices and hands-on advice for B2B Brand Management.